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I disagree. Chris's initial message didn't mention a disclosure from the prospect that she was evaluating other potential candidates, or that he was in a competitive situation. Her "polite" letter was also formulaic and noncommittal.

There is also the possibility that the prospect contact wasn't, in fact, the economic buyer, but a gatekeeper of some sort without the authority to sign an agreement. Another lesson we've learned from sad experience - insist on dealing with the prospect contact with authority to sign the agreement letter or contract - AND keep that person in the loop at key points during the contracted work.

This is one I suggest walking away from, or, at least, billing for consulting time should she reach out again. That's another tactic we've used occasionally when a prospect has burned a lot of our time and still won't commit. We'll as the prospect to agree to our bill our consulting rate, discounted against the value of a contract if one materializes, on a per-hour basis.